Framing Green Finance: The Role of Political Advertising and Legislative Messaging in Nigeria’s Sustainable Development Agenda

Abstract

This study examined how political advertising can be employed to highlight legislative support for green finance and promote sustainable development practices in Nigeria. It also investigated the level of public awareness of green finance, the perceived effectiveness of existing legislative frameworks, and the influence of political campaign messages on public perception and behavioral adoption of sustainable practices. The study adopted a survey research design and targeted key stakeholders involved in political communication and legislative processes, including the general public, legislative aides, political campaign strategists, and environmental advocates. Drawing on data from 384 respondents selected through purposive and convenience sampling methods, the study revealed a substantial knowledge gap: 60% of respondents had never heard of green finance, and 61% were unaware of initiatives supporting it. Although 45% perceived legislative frameworks as somewhat supportive, 42% viewed them as not supportive. While 75% acknowledged that political advertising plays a role in raising awareness, only 1% had encountered green finance messaging frequently. A striking 93% of respondents believe environmental issues should be prioritized in campaign messages, and 79% indicate a willingness to adopt green finance practices if legislators actively promote them. The study concluded that political advertising remains an underutilized tool for advancing public engagement with green finance and recommends strategic messaging that links environmental and economic benefits to encourage public participation in sustainability efforts. It recommended the launch of coordinated national campaigns that emphasize the economic and environmental benefits of green finance while encouraging lawmakers to actively promote sustainability through targeted political messaging.